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56 Cards in this Set
- Front
- Back
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Integrated marketingcommunications |
ensures maximum maximum info and persuasion to customer. |
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communication |
the sharing of meaning (place picture of a source going to a receiver with coded messages, communication channel and feedback with noise in background) |
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what are the objectives of promotion? |
to create awernance stimulate demand encourage product trial identify prospects retain loyal customers facilitate retail support reduce sales fluctuations |
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what are the Elements of thepromotion mix? |
advertising personal selling public relations publicity sales promotion packaging |
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what is advertising? |
paid, non personal communication about an organization and its products, transmited to a target audience |
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what is personal selling? |
paid personal communication to influence to buy product |
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what is public relations? |
wants to be chill wid its steakholders |
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what is publicity? |
free, pizza hut promotion |
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what is sales promotion? |
add incentive to buy it |
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What is packaging? |
how the packaging be for customer to pick. |
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how do you develop the promotional campaing? |
1. target market specification 2. charecteristics of the product service 3. push vs pull 4.budgeting |
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what is word of mouth communication? |
when yo nigga tell you whats good. its also blogs online? |
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product placement |
superman drinking a coke |
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what is the defenition of advertising? |
paid form non personal communication about anorganization and/or its products that is transmitted to a target audiencethrough a mass medium |
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what are the types of advertising? |
institutional advocacy product pioneer competitive comparative reminder re-enforcement |
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what is instatutional advertising? |
advertising by images |
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what is advocacy advertising? |
advortising that promotes a companies position on a pulic issue. |
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what is product advertising? |
advertising that promotes uses, features and benefits of product. |
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what is pioneer advertising? |
same as product advertising (feautures and benefits) without the brand.
advertising electric cars with the chevy volt. |
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what is competitive advertising? |
makes demand for their brand by talking about features, advantages within its market. |
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what is comparative advertising? |
when bmw talks s*** on mercedes. |
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what is reminder andvertisement? |
when an established brand reminds you its boss |
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what is reenforcement advertisement? |
assures customers the made the right choice "talk to your statefarm agent to make sure you made the right choice" |
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roles which advertising may play in the promotional mix. |
primary vs selective demand to overcome competitive efforts as an anchor for a sales campaign to stimulate product sales to smooth out sales fluctuations |
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what are the steps in a development campaign? |
1 segmentation (id your target audience) 2 develop objectives (make them specific, what is accomplished and when) 3 develement of unique selling position (informative, psycological appeal, imitation) 4 budgeting approaches (percent of sales and $ up front?) 5 planning the strategy media plan (what medium will you use?) 6 availabe media (whats available? tele, magz) 7 how to say it (copy, story boards, illustrations and layout) 8 executing the cmpaign (lots of scheduling & time!) 9 evaluation of the campaign (before during and after) |
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what is segmentation in developing an advertising campaign? |
id your target audinecne |
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what is budget in developing an advertising campaign? |
as much as you can? % in sales? most logical is objective and task? |
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what is planning the media strategy plan in developing an advertising campaign? |
reaching the max amount of customers. as frequently as possible |
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what is available media in developing an advertising campaign? |
all the types of media, their advantages and disadvantages. newspapers- not selective for target markets magazines- high cost, 30-90 days direct mail- expensive ppl throw away radio-lacks visual, attention is limited television-very expensive, audince not guaranteed yellow pages-extreamly localized outdoor- must be short, ppl dont may much attention |
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what is "how to say it" in developing an advertising campaign? |
copy- headline, subheadline, body copy and signature story board - blue print illustrations - duh layout - layout of pics |
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what is public relations? |
communication for good relation with organization and stake holder |
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what does public relations consist of? |
public relation tools publicity managing publicity program public relations problems |
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what are public relation tools? |
tools to convey their message. |
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what is publicity? |
communications carried by media at no charge |
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what is personal selling? |
to inform or persuade them to purchace a product thru paid communication |
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what do sales people do? |
prospect pre-approach developing the approach present overcome objections close and follow up |
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what are the types of sales people? |
order getters order takers |
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what are order getters? |
dealing with new and existing customers |
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what are order takers? |
inside field, support personnel, misssionary sales people, trade sales ppl and technical sales ppl |
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what is the management process of sales? |
straight salary, straight commission and combination. |
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what is sales promotion? |
activity or material that acts as a direct want. offers added value for consumers, sales people or ressellers |
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price |
price X quantity = total revenue |
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what is price- competition? |
when marketer stresses price. fight over lower price. |
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what in non-price competition? |
marketer puts emphasis on not price (i.e. features, quality, packaging) |
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what is the diffrence of elastic between inelastic? |
change in quantity demand because of change in price is much higher in elastic demand than inelastic demand. electricity=inelastic sportsbike=elastic |
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break even analysis |
point where cost equal revenue |
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marginal analysis |
how cost changes when sales change. profit is maxed when marginal cost = marginal revenue |
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what are the factors that affect pricing decisions? |
organizational objejectives pricing objectives costs other marketing mix variables channel member expectations cutomer interpratation and response competition legal issues |
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how is business pricing determined? |
trade - bookstores buy books for less quantity- kohls sells juicy cheaper cash- 2% discount if pay fast seasonal- florida offers shpe discount in summer promotional allowances- nabisco gives allowence to dillons for aisle display |
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what are pricing objectives? |
survival profit ROI market share cash flow maintanence of status quo demostrate quality |
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selection of basis for pricing |
competition based- pricing influenced by competitors cost based- markup due to other costs demand based- based on demand |
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new product pricing |
skimming- chargining highest possible price penetration- setting prices low to penetrate and gain a market share |
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what is product-line pricing? |
adjusting prices of many products with a product line |
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psychological pricing |
.99 play with yo brain. backwards sloping demand curve |
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proffecional pricing |
doctors lawyers: $75 office visit, $1000 for a divorce |
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what is promotional pricing? |
price leaders- priced below competition special event pricing- price cutting linked to a holiday comparison discounting- comparing new lower price to old price or competitors price. |
